Core Viewpoint - The article explores the unique design choice of using a lowercase "n" in the brand name "7-ELEVEn," discussing various theories behind this decision and its implications for brand perception and consumer memory [3][4][20]. Group 1: Theories Behind the Lowercase "n" - One theory suggests that the lowercase "n" was introduced by the president's wife in the 1960s to make the logo appear more elegant [3]. - Another theory links the lowercase "n" to the store's original operating hours, where "eleven" refers to 11 PM [3]. - A popular belief is that the lowercase "n" symbolizes wealth accumulation, as its design suggests inward movement, contrasting with the outward stroke of an uppercase "N" [3]. Group 2: Design Implications - The lowercase "n" represents a deliberate deviation from standard English capitalization, which can signal brand personality and enhance consumer memory [4][20]. - Research indicates that lowercase text is perceived as more friendly and approachable, aligning with 7-ELEVEn's image as a convenience store for the general public [6][13]. - In contrast, all-uppercase branding is often associated with authority and formality, making it suitable for luxury brands [8][9]. Group 3: Broader Branding Context - The article highlights that many luxury brands, such as VOGUE and DIOR, utilize all-uppercase logos to convey a sense of prestige and power [8][9]. - Conversely, brands like adidas and asics use lowercase logos to project a friendly and accessible image, appealing to a broader consumer base [14][15]. - Mixed-case branding can create a sense of innovation and modernity, as seen in brands like Coca-Cola, which enhances brand recall [18][19].